Council, with assistance from TRC Tourism, have developed a draft Destination Management Plan for Benalla Rural City. We are now inviting community members to provide feedback on the draft.

Benalla is home of the renowned Benalla Art Gallery, high-speed action at Winton Motor Raceway, street art, silo art, the nationally significant Winton Wetlands, events, cafes and so much more. Tourism is an important part of Benalla Rural City's economy, with around 350,000 visitors annually and contributing $48 million to the local economy each year.

Our Destination Management Plan will identify Benalla Rural City's strengths and assets, to provide a comprehensive overview of comparative advantages and current tourism product offerings.

The plan consider visitation demand insights, existing planning and priorities for destinations in our region. Actions will be identified to activate opportunities, address gaps and prioritise product development, seeking to meet visitor demand while encouraging the development of a sustainable tourism sector for Benalla Rural City.